How To Position Your Agency

Summary

The 'Grow with Clutch' webinar offers a six-step framework for agencies to develop a unique value proposition, stand out in the market, and attract ideal customers. Experts Greg Carter and Floran Dude guide service providers through understanding effective positioning, crafting messaging, and leveraging Clutch profiles to convert prospects into customers. Real-world examples and a hypothetical case study demonstrate how agencies can refine their focus and messaging to achieve consistent lead generation and shorter sales cycles.

Takeaways

• 😀 The webinar aims to help service providers develop a unique value proposition to stand out in a crowded market and attract ideal customers.
• 🎯 The Clutch mission is to empower better business decisions as the leading marketplace of B2B service providers.
• 🔍 The default agency positioning often leads to inconsistent lead generation, long sales cycles, and price-driven discussions, which can hurt margins and profitability.
• 🚀 Effective positioning involves making your product or service stand out as different and better than alternatives, meeting criteria of clarity, difference, and specificity.
• 📈 To establish good positioning, understand what effective positioning is, craft messaging that resonates with your audience, and implement a six-step framework.
• 👥 Defining your target audience involves understanding demographics, psychographics, and firmographics to identify ideal clients and preferred types of clients.
• 🔎 Analyze the competition to find positioning gaps, such as undersolved problems, underserved ICPs, and poor solutions, which can help you insert yourself into the market effectively.
• 📊 Evaluate your current position honestly by talking to current customers and prospects to understand how they perceive you, and establish your desired position accordingly.
• 🛠️ Craft your unique program by focusing on how you can better serve your ICP, solve a specific problem, and communicate your point of view through a clear, concise, and memorable message.
• 📚 Use real-life examples and case studies, like the Avis 'We try harder' campaign, to illustrate the effectiveness of clear and focused positioning in the market.
• 📉 Avoid common pitfalls such as line extension trap, overcomplicating your positioning, and being too neutral, which can dilute your message and hinder your ability to attract the right kind of customers.

Q & A

What is the main purpose of the 'Grow with Clutch' webinar?

The main purpose of the 'Grow with Clutch' webinar is to provide service providers with a framework to develop their unique value proposition, stand out in a crowded market, and attract their ideal customers.

Who are Greg Carter and Floran Dude, and what are their roles in the webinar?

Greg Carter is the Director of Marketing at Clutch with over 10 years of experience in building marketing campaigns. Floran Dude is the Demand Generation Manager with experience in crafting messaging for hundreds of agencies. They are the presenters of the webinar, guiding the audience through the process of improving their positioning and messaging.

What is Clutch's mission in the B2B service provider marketplace?

Clutch's mission is to empower better business decisions as the leading marketplace of B2B service providers.

What are the five common problems faced by the majority of agencies according to Floran Dude?

The five common problems are inconsistent lead generation, long sales cycles, price discussions instead of value, lack of an ideal client definition, and intense competition leading to price comparison.

What does effective positioning mean in the context of the webinar?

Effective positioning means making your product stand out in people's minds as different and better than alternatives. It must be clear, different, and specific to be memorable and stay top of mind with the right kind of people.

Can you provide an example of a company with strong positioning from the webinar?

An example given is a software development company in the healthcare sector that specializes in digital health and wellness web, mobile, AR/VR solutions, making them an obvious choice for healthcare providers looking for such expertise.

What is the six-step framework for crafting effective positioning as discussed in the webinar?

The six-step framework includes defining your target audience, analyzing the competition, evaluating your current position, establishing your desired position, crafting your unique program, and closing the messaging gap.

What is the importance of having a clear and concise message according to the webinar?

A clear and concise message is important because it helps to express your value proposition in one sentence, making it easy for prospects to understand what you do, who you do it for, and what results they can expect.

What is the 'Mobile Rocket Program' mentioned in the script, and how does it serve as an example of good positioning?

The 'Mobile Rocket Program' is a part of the example company 'Launchers', which focuses on building and launching scalable education mobile app MVPs for early-stage at-tech ventures in 30 days or less. It serves as an example of good positioning by being clear, specific, and memorable, and by addressing a specific audience's needs.

What are the three pitfalls to avoid when establishing your positioning according to the webinar?

The three pitfalls to avoid are the line extension trap (trying to be too broadly positioned), over complicating your positioning (unable to explain it in one sentence), and being too neutral (not taking a clear stance or opinion in your messaging).

How does the webinar suggest handling the situation where an agency has a diverse client base across different industries?

The webinar suggests creating separate brands for different verticals or customer profiles, allowing the agency to specialize and appear as a dedicated provider for each segment, even though they are part of the same larger agency.